Samsung taps BTS' RM to turn homes into digital galleries
Samsung picks BTS' RM as ambassador to spotlight art accessibility through tech
Samsung Electronics has named BTS leader and art collector Kim Namjun (aka RM) as the global ambassador for its Samsung Art TV lineup, a strategic partnership designed to make art more accessible to fans and collectors around the world.
Announced during Art Basel 2025 in Basel, the collaboration draws a line between RM’s real-world passion for visual art and Samsung’s push to turn TV screens into digital canvases. More than a celebrity endorsement, this deal leans into the intersection of fandom, personal expression, and cultural access in the age of connected homes.
Samsung’s Art TVs are known for blending display tech with museum-grade visuals. And by naming RM as a global face for this offering, the brand is betting on emotional resonance, not just pixels.
This article explores why Samsung’s move matters for digital creators, cultural marketers, and anyone eyeing the convergence of pop culture and tech-enabled art curation.
Short on time?
Here’s a table of contents for quick access:
- What the RM x Samsung Art TV partnership looks like
- Why RM’s influence matters in the digital art conversation
- What marketers should know about Samsung’s art-tech strategy
What the RM x Samsung Art TV partnership looks like
On June 19 2025, Samsung made its appointment of RM official, announcing the partnership during Art Basel. The K-pop star participated in the brand’s ArtCube lounge, where he reflected on the role of technology in making art part of everyday life and not something confined to galleries or private collections.
According to Samsung, RM’s authenticity as both an art lover and a digital-native influencer made him a natural pick. His personal Instagram and past interviews often showcase art discoveries, museum visits, and commentary on artists. This has been positioning him as more than just a face, but a legitimate advocate for art appreciation.
“When I connect with a piece of art, it’s like having a silent conversation,” said RM during the launch event. “Samsung Art TV lets those conversations happen anywhere.” His statement aligns well with Samsung’s value proposition for the Art TV product: turning living rooms into personalized digital galleries.
The partnership also hints at future content opportunities. RM has spoken publicly about his desire to one day open a gallery of his own and Samsung Art TV may become the digital front door to that project. He’s reportedly interested in sharing his collection via the platform, building what he called an “art bridge” between audiences in Seoul and beyond.
Why RM's influence matters in the digital art conversation
This isn’t Samsung’s first ambassador partnership, but tapping RM signals a shift in how brands are treating cultural figures and not just as traffic drivers, but as curators and co-creators. RM’s ambassadorship is not just about selling screens. It’s about redefining who gets to show art and who gets to see it.
The partnership also coincides with Samsung becoming the official Art TV partner of Art Basel, a move that cements its positioning within the art-tech niche. Through this deal, Samsung Art Store subscribers can now access a curated selection of 23 works from Art Basel galleries, all in 4K resolution. That’s a meaningful offer for anyone who can’t travel to elite art fairs but still wants in.
And for RM fans? It opens a new cultural channel where their admiration for an artist includes access to the actual art he lives with and supports.
What marketers should know
For brand marketers and PR professionals, Samsung’s move provides a few clear takeaways:
1. Art-tech is an emerging channel worth watching
Samsung’s efforts with Art TV show that display devices can be more than functional. They can be cultural too. Brands involved in home entertainment, lifestyle, or design may want to consider content partnerships that treat screens as storytelling tools.
2. Influence can be reframed as cultural stewardship
This partnership goes beyond celebrity endorsement. RM’s credibility as an art advocate adds depth to the campaign and invites audiences into his personal aesthetic. That’s a sharp contrast to surface-level brand deals and one that may drive deeper emotional engagement.
3. Digital art curation is a white space for content strategy
As platforms like Samsung Art Store grow, there’s room for brands to explore virtual exhibitions, artist collaborations, or even NFT integrations without needing to launch a whole new app.
Marketers who work with creatives or institutions should consider this digital format as part of their 2025 planning.
